The event industry is evolving faster than most programs can keep up. At IMEX America, Ken Holsinger of Freeman  cut through the noise with data that confirms what many planners already feel: attendees judge your event by how well it delivers on their goals, not by how dazzling it looks.

“The workforce is evolving,” Holsinger opened. “The shift has accelerated.”

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The Shift You Can’t Ignore

Freeman’s research shows the most effective “experiential” design is not spectacle. The X factor is experiences that directly advance learning, networking, and commerce, with inspiration as fuel. When events do that, retention and satisfaction jump. When they do not, first-time churn and loyalty decay rise.

Freeman’s tracking suggests generational change hit earlier than expected. Millennials and Gen Z now represent more than half of the workforce and are gaining decision authority. Planners still skew early 50s, exhibitors late 30s. That mismatch colors expectations and communication.

“This is not the baton hand,” Holsinger warned. “We’re seeing different minds.”

These rising generations are fluent in AI but still trust in-person experiences more than digital claims. They expect events to meet them where they are: personalized, purposeful, and proven.

Defining the X Factor

Freeman organizes event value in the XLNC framework: eXperience, Learning, Networking, Commerce. The surprise is where “experience” actually lives.

“We call this the X factor,” Holsinger said. “They rarely come for just experience alone.”

Attendees define great experiences in terms of outcomes:

• Finding the right product fit.
• Meeting the right peer.
• Learning something they can use Monday morning.

Inspiration is fuel—but only when it powers these outcomes.

What Actually Drives Retention

Two findings from Freeman’s data should reshape how we design events:

1. One real connection changes everything.
   When attendees made even a single meaningful new contact, their intent to return spiked dramatically. Yet, as Holsinger noted, “nobody’s in charge of the networking stuff.” It often falls between departments—and gets lost.
   
   
2. Create one peak moment tied to a core goal.
   Attendees who experienced a memorable moment connected to learning, networking, or commerce were far more likely to return.
   
   

“Do those first. Do those well,” Holsinger said. The parties are nice, but they are not what moves the needle.

For example a celebrity keynote lift was negligible in the data. While hands-on, outcome-oriented experiences won.

What Creates Friction

Attendees consistently cite overwhelm and poor navigation as top event pain points. Clever branding doesn’t signal value, clarity does. Wayfinding, simple flows, and right-sized choices help people get to what matters faster.

Personalization also needs a rethink. Stop asking registration questions that help you, not them. Instead, ask about their outcomes. In Freeman’s trials, when attendees received session or product paths “for people like you,” both adoption and satisfaction rose.

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Designing What Cannot Be Done Online

Holsinger’s best rule of thumb is disarmingly simple:

“Design for the person in front of you.”

That means:

• Fewer static demos, more try-it-now experiences.
• More subject matter experts in booths.
• Facilitated mingling with prompts or table rotations.
• Validation moments where buyers test what they already researched online.

In other words: less theater, more tangible value.

Action Checklist

1. Put someone in charge of networking.
   Treat it as a measurable program, not a side effect. Use small-format mixers, curated roundtables, or rotations that guarantee one new contact per block.
2. Ask outcome-based registration questions.
   “What’s your primary goal: learn, network, or buy?” “What would make this event a win for you?” Then, show attendees how those answers shape their experience.
3. Build peak moments around core goals.
   Host problem-solving labs, peer councils, or micro-mentoring sprints. Celebrate what attendees achieve there.
4. Redesign exhibits for hands-on engagement.
   Require live demos or trials and staff with experts who can validate buying decisions.
5. Simplify the map.
   Ditch clever zone names. Create plain-English routes like “First-Time Buyer Path” or “Data Privacy Track.”
6. Replace celebrity dependence with credibility.
   Feature practitioner experts and peer case sessions that connect inspiration directly to application.
   
   

Why This Matters Now

Freeman’s longitudinal data shows a clear pattern: loyalty fades fast if next-year goals aren’t met. With first-time attendance up the acquisition costs are rising. The fix isn’t louder shows. It’s smarter alignment between attendee intent and on-site delivery.

Gen Z and Millennials expect personalization and proof. Give them both, in person.

The Bottom Line

If you take one thing from Freeman’s IMEX briefing, take this: The X in “experience” stands for execution. Build around learning, networking, and commerce first, and let inspiration amplify those outcomes. That’s how you create moments that matter. That’s how you get them to come back.